Toronto's 'Taco Fest' Features a Rideable 'Taco Bull' by Old El Paso

'Taco Fest' is an upcoming summer event hosted by Taste Toronto that's set to celebrate all things related to authentic Mexican cuisine—including everything from hot sauce and tequila to tacos. In order to engage an audience of young taco-loving Millennials, Old El Paso is setting up an experiential 'Taco Bull' ride for the food event.

Old El Paso's Taco Bull is like a mechanical bull that's been dressed as a taco and those who dare to take a ride will be rewarded with a free sample of Old El Paso's soft new Tortilla Bowls.

These kind of challenge-based activations have become extremely popular among young consumers who strive to collect experiences over objects and want to prove themselves "worthy" of engaging with their favorite brands.